The Tooth Place – Google Ads Case Study
The Project Background
The Tooth Place is a dental clinic located in Bolton, Ontario; they offer general dentistry services, emergency dental care, and orthodontic treatments such as braces and Invisalign. The clinic invested in digital marketing, but without being clear on performance, conversions, and return on ad spend.
They reached out to us to simplify their Google Ads setup and put conversion tracking in place so they could understand what was working and where they could scale.
Key Objectives
- Increase new patient bookings through targeted Google Ads
- Increase tracking and visibility of online leads
- Promote their high-value services, braces, Invisalign, and emergency dental care
- Stay under a low-cost per conversion while maximizing reach in the Bolton area.
The Project Challenge
Despite their advertising efforts, The Tooth Place:
- Had no conversion tracking set up – Leaving them without a performance story
- Could not attribute patient bookings to any previous advertising campaigns
- Had campaigns that were not optimized around high-intent, local keywords.
- Struggled to identify the services that were driving the most results.
These gaps, along with overall ad expenditure well under potential, resulted in under-utilized ad budgets, lost leads, and wasted ad spend against highly-searched dental services.
Key Issues
Here is what the account looked like before the solutions:
- Campaigns received clicks but minimal tracked conversions.
- High spend on general keywords with low ROI.
- Ad budgets consistently underutilized due to poor targeting.
The Solution
After observing The Tooth Place’s sub-optimal performance and broken campaigns, Infinity Digital took a full-funnel data-led approach. Our first step was identifying the critical gaps – missing conversion tracking, missing keyword strategies, and non-performing campaigns. We started from scratch with their Google Ads foundation. Our approach was to ensure we weren’t generating just clicks, but generating results we could see.
Key Actions Taken:
- Full setup of Google Analytics 4 (GA4) and Google Tag Manager (GTM) to track form submissions, calls & bookings
- New Search & Performance Max campaigns targeting Bolton & surrounding regions
- Research & implementation of high-intent keywords around Invisalign, emergency care, and 24/7 dental services
- Utilization of ad extensions, localized copy, and continual A/B testing to achieve high CTR and conversion rate
Key Insights
Our Results
We achieved a significant improvement in performance, clarity, and cost-per-result. Over the life of the campaign, The Tooth Place received 5,480+ quality clicks and over 178 tracked conversions – all with clear attribution. The average cost per conversion was just CA$32.18, which is some of the lowest cost-per-conversion I’ve seen in the healthcare space.
- Total Clicks: 5,480+
- Impressions: 257,000+
- Tracked Conversions: 178
- Ad Spend: CA$8,220
- Cost per Conversion: CA$32.18
- Best Keyword Performance: “24 hour dental care near me” – 33.33% conversion rate
Key improvements included:
- Setup of GA4 & GTM to track calls, form submissions & bookings
- New Search & Performance Max Campaigns targeting Bolton & nearby regions
- High-intent keywords across all key services
- Ad extensions and continuous A/B testing for improved performance
Client Feedback
“We were just spending money and not knowing what we were getting. After Infinity Digital set up tracking and optimized our campaigns, we saw bookings. It changed our view of ads.”
— The Tooth Place Team
— Top Rated PPC Agency
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